In which scenario is incrementality the measurement option that an advertiser should use?
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Correct answer: Your advertiser is considering shutting off paid search, as they feel it's claiming credit that organic search would have captured..
Why this is the answer
Incrementality measures the causal impact of ads by comparing what happened with advertising against what would have happened without it. This is the right method when paid search may be receiving credit for conversions that organic search could have captured anyway. A controlled Conversion Lift approach can estimate the net new conversions caused by the paid search activity. It helps separate attributed conversions from conversions that were truly incremental.
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